China’s hotel market is changing fast: Travelers now want better design, quieter rooms, and places that feel more personal. H World, the world’s largest hotel group, says it is trying to stay ahead of this shift.

In its earnings call on Monday, the company laid out plans to grow in an industry where demand is rising but quality options are still in short supply. The company announced a new upper-midscale brand called Ji Icons to strengthen its position in this segment.

The company described it as a brand that blends “subtle understated elegance” with an emphasis on what it calls “oriental aesthetics.”

“The introduction of Ji Icons further enriched our upper-midscale brand portfolio and help us to achieve comprehensive coverage from Oriental to Western brands and from select service to lifestyle hotel offerings,” CEO Jin Hui said.

The Rationale for An Upper-MidScale Brand

For years, H World has been best known for serving the